Work out the ROI for each method of marketing, product area and each market sector.

For example, if your value of sale is low for a particular product or service into a particular sector, you may need to use email marketing or even advertising to reach a large audience quickly at a low cost per contact. If the value of sale is high, the personal touch (e.g. exhibitions, telemarketing) is almost definitely needed and cost of sale will rise but that’s set against a strong ROI that may justify the spend.